Relaunching a product

Food manufacturing is becoming increasingly competitive. Consumers can now choose from a wide variety of products. Choice and price competition means that manufacturers can no longer rely on customer loyalty. Moreover, consumers are now more experimental in their eating habits and, therefore, less predictable. Even a household name as well known as Heinz is subject to the same market conditions as lesser known manufacturers. Heinz Salad Cream, one of the company’s best known brands, was showing signs of losing its previously high market share. The…